How does Unilever organize to conduct product category management and brand management at Unilever before 2000? What was the resulting structure after 2000? How was brand meaning controlled before 2000 and how is it controlled at the time of the case?

Question

Social Studies

Lawson Chapman

21 June, 00:49

How does Unilever organize to conduct product category management and brand management at Unilever before 2000? What was the resulting structure after 2000? How was brand meaning controlled before 2000 and how is it controlled at the time of the case?

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Answers (1)

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Harper · Answer 1

Product management was done as

Utilized the brand management system

- various product brands within a product category

- individual brand was operate by brand manager

• Delivery of profit/income goals

Explanation:

1) Product management was done by Unilever through following way

Utilized the brand management system

- various product brands within a product category

- individual brand was operate by brand manager

• Delivery of profit/income goals

• Marketing decisions

• Brand Promotions

• Strategy

- ABM executing policies of BM

2) Centralized brand management system, positioned in areas where the brand was strong, brand value creation for the whole segment, a brand-building located.

3) Emotional stimulation in advertising to build a bond with the target market, Dove portrayed a real vs. aspirational self, Promotion for Real Beauty, Specific concept of beauty, Use of digital media to create a conversation with the target market.